Now, you need the services of an image consultant, graphic design team and Feng Shui guru. After four months, thousands of hours of Mac time, thirty Powerpoint presentations and ten grand's worth of video conferencing, your image is still crap, no-one gives two hoots and the world at large is troubled by the suspicion that your tinkering is a bit of corporate deckchair shifting.

In short, it makes it look like you're about to run aground on the treacherous reefs of Titsup atoll. Still, look on the bright side. It allows you to unlock the creative writing potential of your team. Sema is not short of that, judging by the guff which heralds the company's new logo:

As a memorable and immediately recognisable symbol, our new logo links the Sema name with a striking abstract image representing a free flowing symbol. It can be read as the Sema spirit or flame sustained by our vital energy. It expresses the idea that Sema is a leader, ahead of the field in terms of innovation and forward thinking. The inclusion of our previous corporate colours indicates Sema's stability and the orange dot evokes our central place in the e-economy. The new logo also reflects Sema's lively, creative and innovative personality which not only sits comfortably in the high-tech world where we operate, but also more accurately reflects the reality of the company as a confederation of highly skilled people.

And there's plenty more of this crazed wittering here. Let the vital energy flow.

Bootnote

Thanks to the loyal Reg reader who brought this preposterous nonsense to our attention.